Choosing where to place a billboard is one of the highest-leverage decisions in any outdoor campaign. A striking creative on the wrong stretch of road will underperform a modest design in the right spot, every time.
We start every site recommendation with traffic data: vehicle and foot counts, average dwell time at nearby signals, and the mix of commuter versus local traffic. A junction with a long red-light cycle, for example, gives your message more effective viewing time than a fast-moving highway stretch.
Next we look at approach angle and sightlines. A board read head-on from 150 metres away outperforms one glimpsed at a sharp angle from 30 metres, even if the second site has higher raw traffic volume.
Finally, we weigh competitive clutter. A site surrounded by five other hoardings dilutes attention; an isolated, well-lit site on the same road can deliver stronger recall for less spend.
Put together, these factors are what separate a media plan built on guesswork from one built on evidence, and it's why site selection is the first thing our planning team works through on every new campaign.
New to the topic? Read our complete guide to outdoor advertising, or request a quote for your campaign.
